Description
SWOT ANALYSIS OF ROYAL SALUTE
Royal Salute
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
The journey begins where others end
USP
Royal Salute is a leading prestige Scotch whisky. STP
Segment
Individuals seeking a premium scotch
Target Group
Successful middle class & upper class individuals
Names after the traditional 21 Gun Salute, all Royal Salute whiskies, Positioning which allows the whisky to develop a rich and complex flavour. SWOT Analysis
1. Very Differentiated brand. 2. A high content of malt gives it a unique taste which is liked by its consumers. 3. Bottle recognition & different dispensing instruments. Royal Salute comes in a ceramic bottle made by Wade of England and on it they put an embossed scene on the front depicting a knight on horseback with a sword. 4. Global presence. The brand is sold primarily in Asia, Russia, Middle Strength East, South America, and International Duty Free.
1. It is expensive as compared to its competitors. 2. Brand still has to establish a strong recall Weakness 3. Misuse of brand name for fake beverages.
Opportunity
1. Its marketing activities are a hit amongst the masses.
2. Sponsorships of lifestyle events 3. Royal Salute is leading international polo sponsor with all major tournaments.
1. Stricter laws for Drunk-driving cases. 2. Competitors increasing their market share in the U.S market. Threats 3. In danger of becoming a reliable but tired & unexciting brand. Competition
1. Johnnie Walker Blue Competitors 2. Whyte & Mackay 30
doc_479756491.docx
SWOT ANALYSIS OF ROYAL SALUTE
Royal Salute
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
The journey begins where others end
USP
Royal Salute is a leading prestige Scotch whisky. STP
Segment
Individuals seeking a premium scotch
Target Group
Successful middle class & upper class individuals
Names after the traditional 21 Gun Salute, all Royal Salute whiskies, Positioning which allows the whisky to develop a rich and complex flavour. SWOT Analysis
1. Very Differentiated brand. 2. A high content of malt gives it a unique taste which is liked by its consumers. 3. Bottle recognition & different dispensing instruments. Royal Salute comes in a ceramic bottle made by Wade of England and on it they put an embossed scene on the front depicting a knight on horseback with a sword. 4. Global presence. The brand is sold primarily in Asia, Russia, Middle Strength East, South America, and International Duty Free.
1. It is expensive as compared to its competitors. 2. Brand still has to establish a strong recall Weakness 3. Misuse of brand name for fake beverages.
Opportunity
1. Its marketing activities are a hit amongst the masses.
2. Sponsorships of lifestyle events 3. Royal Salute is leading international polo sponsor with all major tournaments.
1. Stricter laws for Drunk-driving cases. 2. Competitors increasing their market share in the U.S market. Threats 3. In danger of becoming a reliable but tired & unexciting brand. Competition
1. Johnnie Walker Blue Competitors 2. Whyte & Mackay 30
doc_479756491.docx